The Zeigarnik Effect, Your Big Ideal, and more.
Market Curve Episode XXXV
Welcome to Episode XXXV of Market Curve - a bi-weekly newsletter exploring the intersection of marketing, writing, and persuasion.
What is the Big Ideal of your business?
We are loyal to brands because on a subconscious level, their ideas of what the world should look like resonate with us. Through their actions, businesses project a certain perspective that engages people both within and beyond the organization.
An ideal is “a conception of something in its perfection”. By definition, it means that you create an imagined reality in your head that is perfect and you work towards that north star.
Apple did something similar when it pitted against the PC. The PC was termed as “old and archaic” while the Mac was seen as smoother and smarter. Apple projected a vision that the world should head in the direction of innovation and engaging experiences. And the Mac would allow you to live in that world - a world where you feel at ease.
After all, your business only exists for a particular kind of customer. And it is your duty to show your prospects the world they will find themselves living in when they’re using your product.
Here at MarketCurve, we follow a 5 step process to write landing page copy using consumer psychology principles. One of the sub-steps in the process is figuring out our “ideals” and the “world we want to create”.
If that’s an exercise you’re interested in trying out, then drop me a line and we can explore ways to work together.
5 ways to use the Zeigarnik Effect to increase your SaaS conversions rate.
The Zeigarnik effect is powerful s**t.
Basically, you remember unfinished things fa better than you remember finished things.
I spent the weekend going down the Zeigarnik rabbit hole and fished out a few ideas for you guys on how to use it to increase your SaaS conversion rates.
Click on the black button below to give it a read.
Reframing thoughts, feelings, and actions.
Clinical psychologists often use cognitive behavioral therapy to reframe their patient’s actions. They use a simple framework that goes something like this: Thoughts, feelings, and actions.
How we think influences how we feel and we act based on how we feel. So the logic goes that if you want someone to change their actions, you need to change their thoughts first.
So how do you go about doing that?
Well, one powerful way is to reframe the scenario in their head. Showing them an alternate vision will more often than not change the associated thoughts.
If you can show them that the earlier vision they had is inadequate, then they will be more likely to embrace your new proposed vision.
When this happens, the thoughts associated with the earlier vision give way to a new framework of thoughts and consequently, a new framework of feelings and actions.
Just remember that the actions you are suggesting your users take should be (a) easy to do and (b) they should be highly motivated to do.
The latter will come if (a) you incentivize them enough intrinsically using external factors or (b) you plant the vision so vividly in their head that they are intrinsically motivated to perform the act.
Want me to use weird brain stuff that speaks directly to your customers?
If that’s the case, you’re in good company. Consumer psychology is something I’m a real nerd about.
And I use my powers for good - I promise.
Now, if you want me to use my superpowers to help you, then book a free call with me and we can see how we can work together.
It will be a fun ride I guarantee you that ;)
See you next week.
P.S. If this newsletter made your month, your week, your day or even your hour, then do me a favor and share it with the world by selecting this big black button hovering below: